Last week I had the pleasure of attending several speaking sessions and panels at Social Media Week in NYC. While many of the sessions I wanted to attend were full, I was able to catch a few good (and not as good) ones including:
- State Your Case: Research vs. Social Analytics
- Keynote: John Winsor on The Trials and Tribulations of Harnessing the Chaos of Abundance followed Panel: Building Community: Combining Real World Experiences with Online Social Networks
- Keynote: Michael Lazerow on The People Are the Message: Building Content for Connections followed by Panel: Brands as Publishers: Writing and Publishing Content at Scale
- Picture This: How Brands Are Using Image-Based Services
- The LinkedIn Difference: How Brands Are Building Deep Connections with Professionals
While you can watch some of the sessions via livestream, I wanted to share a few bite-sized nuggets of wisdom from the sessions below.
- Collaboration is the ultimate business weapon
- Having staff involved in the community builds trust and authenticity i.e. comments on user’s posts, etc.
- Think of FB and Twitter as ways to support the community and then go to offline events
- You can get better engagement by asking members to give opinion than from contests or promotions
- Find innovators within your community and leverage their experience and expertise
- The brand doesn’t shape people, people shape the brand. For example, people shaped Netflix and made them change their business model
- Give your customers the tools content to shape your business
- Can’t ask something of community without giving them something
- Be where customer is most comfortable
- Don’t use the same strategy for each channel, find out what you’re trying to accomplish first
- Not every piece of content should go on every platform
- Create different content for different people
- Co-create with fans, followers and customers
- Make the brand a vessel for creative consumers
- Nokia invites user generated content to feature on the site and credits the creator
- People tell us what content matters
- Content that gets no engagement is not content
- Put people at the center of your content and messaging
- Provide educational content for more sales success ie free classes at Home Depot, tutorials on Vimeo
- Mastercard uses Percolate to filter relevant news and create content in a flash
On Emerging Media, Innovation and Trends:
- When it comes to emerging media, don’t devote a lot of money or people, just play with it and see where it goes
- Know your audience and how they connect, see what channels they’re active on
- Ask existing SM communities what they think about new platforms. It can help guide your presence.
- Have to get out there and try new platforms or will fall behind.
- While people are writing Twitter policies, you can be signing up for Tumblr and experimenting.
- Sometimes you will have to ask forgiveness, but don’t let that hold you back.
- GE has had success sharing photos taken across their global office on Instagram, which translates as being accessible. They debated Pinterest, now they have five pinboards.
- Social TV and Twitter- tap into community during TV events, such as the grammys, by using a hashtag then follow up on conversations.
- Connect to the heritage of the brand when innovating and provide an interesting way that’s connected back
(Since Pinterest was the cool kid of Social Media Week, it gets its own category)
- The appeal of Pinterest is that you don’t have to create new content, you’re using existing content
- Brands like Whole Foods are successful not because they share their own products, but because they share their core values
- Going back to the original source for pins is something brands should take very seriously. Some brands only pin things that they can give credit to the owner
- Birchbox’s content strategy for Pinterest is 70 external and 30 internal
- Vast majority of Pinterest feed is spontaneous. Engaging with customers makes it easy to maintain spontaneity.
- Brands need to make websites more “pinnable.” Etsy added a “pin it” button that automatically lifts the title and price.